Targeted Social Ads

For Starbucks Workers United, we wanted to craft social ads that resonated with current Starbucks baristas and inspired them to unionize their stores.

Being in charge of the art direction, I proposed a lo-fi, grungy aesthetic: these ads needed to feel organic, as if a barista could have created and shared them on their store’s social media. We wanted to lean into a nostalgic, vintage feel that also felt modern. We also utilized memes to really target the younger, primarily Gen Z demographic of baristas.